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Responsive Website vs. Native App – How Far Do You Need to Go Mobile?

With the coming of the mobile revolution being heralded for years, it seems we’re finally here (even though it came in with a whimper, more than a bang). With that said, it’s now critical that every marketer that wants to stay competitive be not only findable, but viewable on mobile devices. Mobile devices make up a greater portion of all searches each and every year, and we’re finally starting to see some viable means in terms of mobile purchasing to warrant the push to either responsive websites, native apps or both.

A responsive website (or more accurately, responsive web design) simply means that the site is coded and designed in such a way that the content will adjust to fit on whatever size screen it is being viewed on. So if you’re looking at a site on your 27-inch desktop monitor, it will look great, but if you visit the site on your 3-inch mobile device, it will also display correctly.

Responsive websites eliminate the need to have a dedicated site built for mobile (in addition to your standard website). The coding in the site responds to the device it is being viewed from and tells the browser exactly how the content should be displayed so there are no errors and functionality is preserved. If your audience connects to your site via a number of devices (e.g. computer desktop, laptop, tablet, smartphone, mobile phone, etc.), a responsive website is a critical investment.

Mobile app and native mobile app are two terms used interchangeably for the same thing. A mobile app is an application designed specifically for use on mobile devices. It is an entirely separate program from your website and instead of being stored on servers, it is downloaded by the user and stored on their smartphone.

What this does is it allows users to connect even when they don’t have internet access. This is due to the fact that the app is stored locally (though some mobileapps will require internet). That means native mobileapps grant faster access for users than mobile (or responsive) websites do.

In addition, mobileapps have permissions that can help your sales such as access to the phone’s camera or speaker. This makes it easier for customers to interact with you. The downside here is that native mobileapps require different operating systems for Android and iOS phones, so it does cost some money to develop them…twice.